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4fifteen

Just as SF icons like the GG Bridge and Coit Tower are immediately recognizable for their magnificence, those who sport them on their clothing are immediately recognizable for their punificence. For gritty local gear that doesn't come with postcard aesthetics, recognize 4fifteen

Birthed by third-gen San Franciscan Derek Poon (no relation to NPH), 4fifteen slings 100% cotton tees and hoodies that rep our fair city so artfully and wittily, the only reason people might confuse you for a visiting Nebraskan will be your chunky, fanny-packed aimlessness. Some of the sweetest graphics are tied to familiar locales, like a mash-up of Broadway strip-joint signage (naturally anchored by Big Al) in "Blvd of Broken Dreams", or "An Original 4fifteen Joynt" on solid green, done in unmistakable Tommy's Joynt font, with a flag proclaiming "WE DON'T CALL IT FRISCO" (a less menacing version read "TRY THE BUFFALO STEW"). Others bastardize cliched iconography, like "I Hella Heart SF" (with "hella" in cursive w/in the heart), and "The San Francisco Treat" in gold foil, with Rice's name and #80 on the back -- because nothing evokes civic pride like a retired dude cha cha cha-ing on ABC

Even more S'Faction: "San Franciscan" staggers crisp Helvetica over the city's 7x7 mile outline (slickly forming a vertical "sfc"), while the tattoo-style "I Left My Heart in..." shows the skyline burning atop a blood red heart -- though there's nothing more touristy than complaining about SF giving you a wicked case of heartburn.